Marketing to Youth

Reaching a young audience

Marketing to Youth

Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report shows how McCormick – which manufacturers a diverse range of spices, herbs and seasonings – is using various forms of data to enhance its understanding of consumers.

Rachel Barek, Admap, January 2015

This article argues that to win the loyalty of millennial consumers, brands should deliver exceptional products and services that are relevant, personalised and adaptable.

Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report discusses why PepsiCo, the food and beverage group, is avoiding the temptation of solely focusing on millennials.

Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explains why Millennials - people aged around 18-34 years old - should be marketers' chief concern.

Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how 7-Eleven, the retailer, tackled tough competition against its Slurpee drinks in Australia by adding a new cup lid.

Fabio Buresti, Account Planning Group - (Australia), Silver, Strategic agency of the year, Best brief, Creative Strategy Awards 2014

This campaign promoted Boost Mobile, a prepaid brand that resells mobile services, in Australia by reframing the conversation around the category.

Angela Morris, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This Australian local government campaign aimed to reduce alcohol-fuelled violence with a creative approach informed by behavioural economics.

Natalie Skovron, Russ Mitchinson and Luke Atkinson, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how technology company Samsung repositioned its brand in Australia by focusing on local and emotional connections.

Sailesh Wadhwa, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how technology-in-education company FrogAsia improved English language standards in Malaysia through a game-based learning program, WordMania.



How to market to youth

Practical tips, examples and recommended reading


Emerging Adulthood

The new life stage that insights teams must investigate


Dead Space 2

A video game exploits generational divides


Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"